What makes a good campaign?
Not every campaign has the same goal, and not every metric measures the same thing. If you apply a single standard metric to everything, it’s easy to draw the wrong conclusion—a campaign can look good and still fall short of your goal. That sounds obvious, and it is. The question isn’t whether you know this, but whether you have the metrics to actually prove it. Two real-life client scenarios illustrate the benefits of this approach.
There is no such thing as the "best" customer. There is a "best" customer for this specific purpose.
Customer Case Study · AI & ML Customer Segmentation There is no such thing as the “best” customer. There is, however, a “best” customer for this specific purpose. A fashion retailer wanted to know who would make a purchase in the next two weeks. We compared five segmentation methods using exactly the same data. The difference between the roughest and the most precise approach: a threefold difference in revenue per […]
Sending emails to everyone opens fewer doors
A retail chain with stores in Belgium and the Netherlands routinely emailed out the full list. The question: Do personalized messages based on what someone buys really get higher open rates? 49 campaigns over a single season provided a clear answer.
From Fragmented Donor Data to Sustainable Growth
Customer Case · MIP Data That Generates Donations: From Fragmented Donor Data to Sustainable Growth A fundraising organization had a large amount of donor data, but it was scattered across various systems and channels. By consolidating this information into a single, centralized donor profile, targeted follow-up became possible, and fundraising shifted from one-off campaigns to a sustainable growth model. +70% Donation revenue […]
B2B Lead Generation Optimization
A Belgian fashion retailer had been recruiting companies for its B2B discount program for years, but its prospecting efforts were based on an outdated list and focused primarily on new regions. This resulted in few new sign-ups and low activation rates. By basing prospecting on historical conversion data rather than geography, and by focusing on the region where conversion had already proven successful, the call center and campaigns were able to operate in a much more targeted manner. The result: nearly twice as many sign-ups, four times as many active companies, and a value per prospect that was 3.8 times higher.
Growth didn't begin until the foundation was right
A secondhand retailer increased customer loyalty and the number of active customers by first getting its customer base in order: better data, greater accessibility, and more targeted communication. As a result, growth shifted from costly customer acquisition to profitable retention.
+5 ppt loyalty · +10 ppt active customers · €0 additional acquisition budget